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Featured
Speaker |
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Re-Conceptualizing
the Xbox Platform
Jonathan Hayes, Design Director, Xbox Platform,
Microsoft Corporation
Michael Jager, Creative Director, Jager Di
Paola Kemp Design
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| Jonathan
Hayes |
| Michael Jager |
The first challenge for the next generation of the Microsoft’s
Xbox was for our product group to restructure the organization and
create a design culture with real vitality. The second was managing
the research and design of successful object/experiences that worked
across national cultures. The final challenge was finding a strategy
and a design language that humanized the brand: Xbox 360 had to
leverage existing Xbox equity to maintain a hold on its core audiences,
while at the same time welcoming the world into the Xbox culture.
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